The Taste of Nothingness

The candy was manufactured by Kanro, one of Japan's major candy companies, and test marketed in some stores last fall by Lawson, a convenience store chain. It appeared again for a few weeks this summer in most of the company's 14,600 stores. Seven pieces cost the equivalent of $1.31, including tax. They came in a simple silver package decorated with a bird-shaped character. The candy was developed for people who wanted to moisten mouths that had gone dry from all-day mask-wearing but without a sugar rush, said Osamu Oouchi, 42, a member of Lawson's product development team.

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This summer, social media users in Japan have been reflecting on what the "taste of nothingness" tastes like, if anything. One likened the mouthfeel to "ice that is not cold. Young people don't want to keep food in their mouths for a long time: They'd rather chew gummies, tablets or mints," he said. "So companies are trying to develop ideas to attract young consumers." Lawson's market research indicates that the candy was especially popular with teenagers, women in their 20s and pregnant women suffering from morning sickness.

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